Latest / Omni Talk Retail / The Best DIY Retailers Sell Solutions, Not Products with Intergamma CEO | Global DIY Summit 2026

Transcript

The Best DIY Retailers Sell Solutions, Not Products with Intergamma CEO | Global DIY Summit 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:00
  is
• 0:01
  omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton
• 0:03
  coming
• 0:03
  to
• 0:03
  you
• 0:03
  live
• 0:04
  from
• 0:04
  the
• 0:04
  DIY
• 0:05
  Summit
• 0:06
  in
• 0:06
  sunny
• 0:07
  Amsterdam.
• 0:08
  And
• 0:08
  I'm
• 0:08
  here
• 0:08
  courtesy
• 0:09
  of
• 0:10
  Vuzion
• 0:11
  and
• 0:11
  also
• 0:11
  the
• 0:12
  folks
• 0:12
  at
• 0:12
  the
• 0:12
  DIY
• 0:13
  Summit.
• 0:13
  Now,
• 0:14
  joining
• 0:14
  me
• 0:15
  to
• 0:15
  start
• 0:15
  off
• 0:15
  my
• 0:16
  coverage
• 0:16
  is
• 0:16
  Joost
• 0:16
  de
• 0:17
  Bear.
• 0:17
  He
• 0:17
  is
• 0:17
  the
• 0:18
  CEO
• 0:18
  of
• 0:18
  Inter
• 0:19
  Gamma.
• 0:20
  Joost,
• 0:20
  thank
• 0:21
  you
• 0:21
  for
• 0:21
  joining
• 0:21
  me.
• 0:22
  Great
• 0:22
  to
• 0:22
  be
• 0:23
  here.
• 0:23
  Thank
• 0:23
  you.
• 0:23
  Yeah.
• 0:24
  Tell
• 0:24
  us
• 0:24
  about
• 0:24
  yourself,
• 0:25
  your
• 0:25
  background,
• 0:26
  and
• 0:26
  also
• 0:26
  about
• 0:27
  what
• 0:27
  Intergama
• 0:28
  is
• 0:28
  for
• 0:28
  those
• 0:29
  back
• 0:29
  home
• 0:29
  that
• 0:29
  maybe
• 0:29
  aren't
• 0:30
  as
• 0:30
  familiar
• 0:30
  with
• 0:30
  it.
• 0:30
  Yeah,
• 0:31
  sure,
• 0:31
  sure.
• 0:31
  So,
• 0:31
  for
• 0:32
  my
• 0:32
  background,
• 0:33
  I've
• 0:33
  been
• 0:33
  working
• 0:34
  with
• 0:34
  Intergama,
• 0:35
  which
• 0:35
  is
• 0:35
  a
• 0:35
  DIY
• 0:36
  organization,
• 0:36
  for
• 0:36
  more
• 0:36
  than
• 0:37
  four
• 0:37
  years.
• 0:37
  And
• 0:38
  then
• 0:38
  before
• 0:38
  that,
• 0:38
  I
• 0:39
  also
• 0:39
  worked
• 0:39
  in
• 0:39
  other
• 0:40
  retailers,
• 0:41
  and
• 0:41
  I
• 0:41
  worked
• 0:41
  in
• 0:41
  total
• 0:42
  around
• 0:42
  16
• 0:42
  years
• 0:43
  in
• 0:43
  DIY
• 0:43
  retail
• 0:44
  now.
• 0:44
  16
• 0:45
  years
• 0:45
  in
• 0:45
  DIY
• 0:45
  retail.
• 0:46
  Absolutely.
• 0:47
  Wow.
• 0:48
  Okay.
• 0:48
  And
• 0:48
  so
• 0:49
  what
• 0:49
  brought
• 0:49
  you
• 0:49
  to
• 0:49
  Intergama
• 0:50
  to
• 0:50
  begin
• 0:50
  with?
• 0:51
  Like,
• 0:51
  what
• 0:52
  alert
• 0:52
  you
• 0:52
  to
• 0:53
  join?
• 0:54
  Well,
• 0:54
  it's
• 0:54
  actually
• 0:54
  the.
• 0:55
  It's
• 0:55
  the
• 0:55
  DIY
• 0:56
  sector,
• 0:57
  because
• 0:57
  I
• 0:57
  really
• 0:57
  love
• 0:58
  the
• 0:58
  DUI
• 0:58
  sector.
• 0:58
  I've
• 0:59
  worked
• 0:59
  in
• 0:59
  other
• 1:00
  retail
• 1:00
  sectors
• 1:01
  as
• 1:01
  well,
• 1:01
  like
• 1:01
  the
• 1:02
  department
• 1:02
  stores,
• 1:03
  but
• 1:03
  I
• 1:03
  just
• 1:04
  love
• 1:04
  the
• 1:04
  DUI
• 1:05
  sector
• 1:05
  because
• 1:05
  of
• 1:05
  the
• 1:05
  size
• 1:06
  of
• 1:06
  the
• 1:06
  stores,
• 1:06
  the
• 1:07
  people
• 1:07
  who
• 1:07
  work
• 1:07
  on
• 1:07
  the
• 1:08
  stores
• 1:08
  who
• 1:08
  are
• 1:08
  really
• 1:08
  like,
• 1:09
  doers.
• 1:09
  Yep.
• 1:10
  So
• 1:10
  I'm
• 1:10
  really
• 1:10
  passionate
• 1:11
  about
• 1:11
  that.
• 1:11
  Are
• 1:11
  you
• 1:12
  a
• 1:12
  DIY
• 1:12
  yourself?
• 1:13
  Well,
• 1:13
  in
• 1:14
  all
• 1:14
  fairness,
• 1:15
  not
• 1:15
  really,
• 1:15
  no.
• 1:16
  No.
• 1:16
  Well,
• 1:16
  the
• 1:17
  thing
• 1:17
  is,
• 1:17
  I
• 1:17
  like
• 1:17
  to
• 1:17
  work
• 1:18
  in
• 1:18
  the
• 1:18
  garden,
• 1:19
  and
• 1:19
  that's
• 1:19
  basically
• 1:20
  it.
• 1:20
  So
• 1:20
  different
• 1:21
  aspects
• 1:21
  of
• 1:21
  DIY
• 1:22
  depending
• 1:22
  on
• 1:22
  how
• 1:22
  you
• 1:23
  do
• 1:23
  it.
• 1:23
  Yeah,
• 1:23
  exactly.
• 1:23
  The
• 1:23
  DIY
• 1:24
  business
• 1:24
  is
• 1:24
  pretty
• 1:25
  big
• 1:25
  when
• 1:25
  you
• 1:25
  think
• 1:25
  about
• 1:25
  it.
• 1:25
  The
• 1:25
  whole
• 1:26
  improvement,
• 1:26
  lawn
• 1:26
  and
• 1:27
  garden
• 1:27
  space,
• 1:27
  it's
• 1:28
  really
• 1:28
  big.
• 1:28
  How
• 1:29
  do
• 1:29
  you
• 1:29
  find
• 1:29
  it
• 1:29
  different
• 1:29
  from
• 1:30
  the
• 1:30
  department
• 1:30
  store
• 1:31
  business?
• 1:31
  Because
• 1:31
  I
• 1:31
  think
• 1:31
  if
• 1:31
  I
• 1:32
  was
• 1:32
  to
• 1:32
  do.
• 1:32
  I've
• 1:33
  got
• 1:33
  some
• 1:33
  apparel
• 1:34
  and
• 1:34
  department
• 1:34
  store
• 1:35
  background,
• 1:35
  home
• 1:35
  furnishings
• 1:36
  background,
• 1:36
  I
• 1:37
  would
• 1:37
  think
• 1:37
  I
• 1:37
  would
• 1:37
  like
• 1:38
  the
• 1:38
  home
• 1:38
  improvement
• 1:39
  business
• 1:39
  or
• 1:39
  the
• 1:39
  DIY
• 1:40
  business
• 1:40
  more,
• 1:40
  too.
• 1:41
  What
• 1:42
  is
• 1:42
  it
• 1:42
  that
• 1:42
  attracts
• 1:42
  you
• 1:43
  to
• 1:43
  it
• 1:43
  now?
• 1:44
  Well,
• 1:44
  indeed,
• 1:45
  there's
• 1:45
  a
• 1:45
  big
• 1:45
  difference
• 1:46
  between
• 1:46
  especially
• 1:46
  apparel
• 1:47
  and
• 1:47
  diy,
• 1:48
  for
• 1:48
  sure.
• 1:49
  Basically,
• 1:49
  because
• 1:49
  the
• 1:49
  stock
• 1:50
  turn
• 1:50
  also,
• 1:51
  and
• 1:51
  that's
• 1:51
  even
• 1:52
  if
• 1:52
  you
• 1:52
  look
• 1:52
  at
• 1:52
  food,
• 1:52
  and
• 1:53
  the
• 1:53
  stock
• 1:53
  term
• 1:53
  is
• 1:53
  extremely
• 1:54
  high,
• 1:55
  and
• 1:55
  the
• 1:55
  innovation
• 1:56
  is
• 1:56
  most
• 1:56
  of
• 1:56
  the
• 1:56
  times
• 1:57
  a
• 1:57
  bit
• 1:57
  higher
• 1:57
  at
• 1:58
  those
• 1:58
  sectors
• 1:58
  than
• 1:58
  compared
• 1:59
  to
• 1:59
  the
• 2:00
  DIY
• 2:00
  sector.
• 2:01
  But
• 2:01
  what
• 2:01
  I
• 2:02
  like
• 2:02
  most
• 2:02
  about
• 2:02
  the
• 2:03
  DIY
• 2:03
  sector
• 2:03
  is,
• 2:04
  as
• 2:04
  I
• 2:04
  said,
• 2:04
  there's
• 2:05
  really
• 2:05
  the
• 2:05
  people.
• 2:06
  Right?
• 2:06
  Yeah.
• 2:07
  I
• 2:07
  mean,
• 2:07
  the
• 2:07
  people
• 2:07
  in
• 2:07
  the
• 2:08
  stores,
• 2:09
  as
• 2:09
  I
• 2:09
  said,
• 2:09
  they're
• 2:09
  really
• 2:10
  doers.
• 2:10
  They
• 2:11
  love
• 2:11
  selling
• 2:12
  the
• 2:12
  product.
• 2:12
  And
• 2:13
  the
• 2:13
  good
• 2:13
  thing
• 2:13
  about
• 2:13
  DOI
• 2:14
  What
• 2:14
  I
• 2:14
  really
• 2:14
  like,
• 2:15
  actually,
• 2:16
  is
• 2:16
  that
• 2:16
  you're
• 2:16
  not
• 2:17
  selling
• 2:17
  a
• 2:17
  product,
• 2:17
  you're
• 2:18
  selling
• 2:18
  a
• 2:18
  solution.
• 2:19
  That's
• 2:20
  really
• 2:20
  interesting.
• 2:20
  I
• 2:20
  never
• 2:21
  thought
• 2:21
  about
• 2:21
  that.
• 2:21
  Yeah.
• 2:22
  And
• 2:22
  you're
• 2:22
  selling
• 2:22
  the
• 2:22
  solution
• 2:23
  that's
• 2:23
  best
• 2:23
  for
• 2:23
  the
• 2:24
  customer
• 2:24
  in
• 2:24
  that
• 2:25
  moment.
• 2:25
  Exactly.
• 2:26
  Which
• 2:26
  could
• 2:26
  be
• 2:26
  a
• 2:26
  different
• 2:26
  solution
• 2:27
  depending
• 2:27
  on
• 2:27
  who
• 2:27
  that
• 2:28
  person
• 2:28
  is
• 2:28
  and
• 2:28
  what
• 2:28
  their
• 2:28
  project
• 2:29
  is.
• 2:29
  Right,
• 2:30
  Exactly.
• 2:30
  That's
• 2:31
  a
• 2:31
  really
• 2:31
  good
• 2:31
  point.
• 2:31
  Okay,
• 2:32
  so
• 2:32
  I
• 2:32
  want
• 2:32
  to
• 2:33
  click
• 2:33
  into
• 2:33
  the
• 2:33
  Netherlands
• 2:34
  here.
• 2:34
  Yeah.
• 2:35
  So,
• 2:35
  Jos,
• 2:37
  what
• 2:38
  is
• 2:38
  it
• 2:38
  about
• 2:38
  the
• 2:39
  Netherlands
• 2:39
  that
• 2:39
  makes
• 2:40
  the
• 2:40
  DIY
• 2:40
  business
• 2:41
  different
• 2:41
  here
• 2:41
  than
• 2:42
  say,
• 2:42
  in
• 2:42
  the
• 2:42
  US
• 2:42
  or
• 2:43
  even
• 2:43
  the
• 2:43
  rest
• 2:43
  of
• 2:43
  Europe?
• 2:44
  Yeah,
• 2:45
  a
• 2:45
  couple
• 2:45
  of
• 2:45
  things.
• 2:45
  I
• 2:46
  would
• 2:46
  say
• 2:46
  so
• 2:46
  if
• 2:47
  you
• 2:47
  look
• 2:47
  at
• 2:47
  the
• 2:47
  Dutch
• 2:48
  consumer,
• 2:49
  there's
• 2:49
  a
• 2:49
  couple
• 2:49
  of
• 2:50
  things
• 2:50
  are
• 2:50
  different
• 2:50
  compared
• 2:51
  to
• 2:51
  the
• 2:51
  U.S.
• 2:51
  okay.
• 2:52
  One
• 2:52
  of
• 2:52
  the
• 2:52
  things
• 2:53
  which
• 2:53
  is
• 2:53
  extremely
• 2:53
  important,
• 2:54
  that
• 2:54
  the
• 2:54
  houses
• 2:54
  in
• 2:54
  the
• 2:54
  Netherlands
• 2:55
  are
• 2:55
  relatively
• 2:55
  smaller
• 2:56
  than
• 2:56
  compared
• 2:56
  to
• 2:57
  the
• 2:57
  US
• 2:57
  and
• 2:58
  therefore
• 2:58
  our
• 2:58
  gardens
• 2:59
  are
• 2:59
  also
• 2:59
  relatively
• 3:00
  small.
• 3:00
  Okay.
• 3:00
  Because
• 3:01
  in
• 3:01
  the
• 3:01
  Netherlands,
• 3:02
  I
• 3:02
  know
• 3:02
  square
• 3:03
  meters,
• 3:03
  but
• 3:03
  in
• 3:04
  the
• 3:04
  Netherlands,
• 3:04
  a
• 3:04
  garden
• 3:04
  is
• 3:05
  around
• 3:05
  200
• 3:05
  square
• 3:06
  meters
• 3:06
  and
• 3:07
  in
• 3:07
  the
• 3:07
  US
• 3:07
  is
• 3:07
  800
• 3:08
  square
• 3:08
  meters.
• 3:09
  So
• 3:09
  it's
• 3:09
  four
• 3:09
  times
• 3:09
  as
• 3:10
  big
• 3:11
  in
• 3:11
  the
• 3:11
  US
• 3:11
  than
• 3:12
  it
• 3:12
  is
• 3:12
  in
• 3:12
  the
• 3:12
  Netherlands.
• 3:13
  And
• 3:13
  garden
• 3:14
  is
• 3:14
  a
• 3:14
  large
• 3:14
  category
• 3:15
  within
• 3:15
  diy.
• 3:16
  So
• 3:17
  therefore,
• 3:17
  let's
• 3:17
  say
• 3:17
  the
• 3:18
  average
• 3:18
  spent
• 3:18
  on
• 3:18
  DIY
• 3:19
  in
• 3:19
  the
• 3:19
  Netherlands
• 3:19
  is
• 3:20
  less
• 3:20
  than
• 3:20
  it
• 3:20
  is
• 3:20
  in
• 3:21
  the
• 3:21
  us
• 3:22
  so
• 3:22
  that's.
• 3:22
  That's
• 3:22
  one.
• 3:22
  That's
• 3:23
  one.
• 3:23
  Secondly
• 3:24
  is
• 3:24
  that
• 3:24
  in
• 3:25
  the
• 3:25
  Netherlands,
• 3:26
  we
• 3:26
  don't
• 3:26
  like
• 3:26
  to
• 3:26
  travel
• 3:27
  a
• 3:27
  lot,
• 3:27
  especially
• 3:28
  going
• 3:28
  to
• 3:29
  stores.
• 3:29
  Okay.
• 3:30
  And
• 3:30
  the
• 3:30
  thing
• 3:30
  there
• 3:31
  is
• 3:31
  that
• 3:31
  20
• 3:31
  minutes
• 3:32
  drive
• 3:32
  is
• 3:33
  already
• 3:33
  considered
• 3:34
  too
• 3:34
  far.
• 3:35
  So
• 3:35
  we
• 3:35
  have
• 3:35
  a
• 3:35
  very
• 3:36
  dense
• 3:36
  store
• 3:37
  network
• 3:37
  in
• 3:37
  the
• 3:38
  Netherlands,
• 3:38
  and
• 3:39
  we
• 3:39
  have
• 3:39
  relatively
• 3:39
  smaller
• 3:40
  stores
• 3:40
  compared
• 3:41
  to
• 3:41
  the
• 3:41
  US
• 3:41
  Because
• 3:42
  I
• 3:42
  think
• 3:42
  in
• 3:42
  the
• 3:42
  US
• 3:42
  you
• 3:43
  have
• 3:43
  all
• 3:43
  these
• 3:43
  big.
• 3:43
  The
• 3:44
  big
• 3:44
  boxes.
• 3:45
  And
• 3:45
  I
• 3:45
  can
• 3:45
  imagine
• 3:46
  that
• 3:46
  people
• 3:46
  in
• 3:46
  the
• 3:46
  US
• 3:46
  would
• 3:47
  like
• 3:47
  to
• 3:47
  travel
• 3:47
  like
• 3:48
  30
• 3:48
  minutes
• 3:48
  or
• 3:48
  so
• 3:48
  to
• 3:48
  go.
• 3:49
  Go
• 3:49
  to
• 3:50
  such
• 3:50
  a
• 3:50
  store,
• 3:50
  which
• 3:50
  is
• 3:51
  more
• 3:51
  like
• 3:51
  a
• 3:51
  destination
• 3:52
  type
• 3:52
  of
• 3:52
  store,
• 3:53
  and
• 3:53
  we
• 3:53
  are
• 3:53
  more
• 3:53
  like
• 3:54
  a
• 3:54
  convenience
• 3:54
  type
• 3:54
  of
• 3:55
  store.
• 3:55
  Right.
• 3:56
  And
• 3:56
  how
• 3:56
  much
• 3:57
  of
• 3:57
  that
• 3:57
  is
• 3:57
  a
• 3:57
  factor
• 3:57
  of
• 3:57
  transportation
• 3:58
  too?
• 3:58
  Because
• 3:58
  I'm
• 3:58
  always
• 3:59
  amazed
• 3:59
  at
• 3:59
  the
• 3:59
  number
• 3:59
  of
• 3:59
  bicycles
• 4:00
  that
• 4:00
  are
• 4:00
  running
• 4:00
  around
• 4:01
  here
• 4:01
  too.
• 4:01
  Is
• 4:01
  that
• 4:02
  because,
• 4:02
  like,
• 4:02
  you
• 4:02
  know,
• 4:03
  home
• 4:03
  improvement
• 4:03
  is,
• 4:04
  you
• 4:04
  know,
• 4:04
  fairly,
• 4:05
  you
• 4:05
  know,
• 4:05
  hard
• 4:06
  to
• 4:06
  carry
• 4:06
  and
• 4:07
  move
• 4:07
  around,
• 4:07
  and
• 4:08
  yet,
• 4:08
  you
• 4:08
  know,
• 4:09
  you
• 4:09
  don't
• 4:09
  have
• 4:09
  the
• 4:09
  transportation
• 4:10
  to
• 4:10
  do
• 4:10
  it
• 4:10
  or
• 4:11
  what
• 4:11
  drives
• 4:11
  that
• 4:12
  difference?
• 4:13
  Well,
• 4:13
  I
• 4:13
  would
• 4:14
  say
• 4:14
  that,
• 4:15
  I
• 4:15
  mean,
• 4:15
  indeed
• 4:15
  we
• 4:15
  have
• 4:16
  a
• 4:16
  lot
• 4:16
  of
• 4:16
  bikes.
• 4:16
  We
• 4:17
  even
• 4:17
  have
• 4:17
  24
• 4:18
  million
• 4:18
  bikes
• 4:19
  and
• 4:19
  only
• 4:19
  80
• 4:19
  million
• 4:20
  people.
• 4:20
  So
• 4:20
  we
• 4:21
  are
• 4:21
  a
• 4:21
  country
• 4:22
  that
• 4:22
  loves
• 4:22
  to
• 4:23
  ride
• 4:23
  a
• 4:23
  bike.
• 4:23
  One
• 4:23
  in
• 4:24
  four.
• 4:24
  Yeah.
• 4:24
  And
• 4:24
  exactly.
• 4:25
  If
• 4:25
  we
• 4:25
  go
• 4:25
  for,
• 4:25
  like
• 4:25
  the
• 4:26
  convenience
• 4:26
  type
• 4:27
  of
• 4:27
  shopping,
• 4:27
  like
• 4:27
  the
• 4:27
  small
• 4:28
  DIY
• 4:28
  jobs,
• 4:28
  then
• 4:29
  indeed,
• 4:29
  people
• 4:29
  can
• 4:30
  go
• 4:30
  by
• 4:30
  bike.
• 4:31
  Okay.
• 4:31
  But
• 4:31
  most
• 4:31
  of
• 4:32
  the
• 4:32
  times,
• 4:32
  in
• 4:32
  all
• 4:32
  honesty,
• 4:33
  the
• 4:33
  Dutch
• 4:33
  people
• 4:33
  also
• 4:34
  just
• 4:34
  go
• 4:34
  by
• 4:34
  car
• 4:34
  towards
• 4:35
  this
• 4:35
  like
• 4:36
  DIY
• 4:36
  store.
• 4:37
  Got
• 4:37
  it.
• 4:37
  So
• 4:37
  they
• 4:37
  still
• 4:38
  just
• 4:38
  don't
• 4:38
  want
• 4:38
  to
• 4:38
  drive
• 4:38
  20
• 4:39
  minutes.
• 4:39
  Basically.
• 4:39
  That's
• 4:40
  it.
• 4:41
  Okay.
• 4:41
  Wow.
• 4:41
  Interesting.
• 4:42
  So
• 4:42
  how
• 4:42
  do
• 4:43
  you
• 4:43
  lead
• 4:43
  through
• 4:43
  all
• 4:43
  those
• 4:44
  dynamics
• 4:44
  and
• 4:45
  what
• 4:45
  do
• 4:45
  you
• 4:46
  think
• 4:46
  are
• 4:46
  your
• 4:46
  main
• 4:46
  points
• 4:47
  of
• 4:47
  differentiation
• 4:48
  in
• 4:48
  the
• 4:48
  business
• 4:48
  that
• 4:49
  you
• 4:49
  run?
• 4:49
  Yeah,
• 4:50
  so
• 4:50
  that's.
• 4:50
  We
• 4:51
  actually
• 4:51
  run
• 4:51
  two
• 4:52
  formats
• 4:52
  in
• 4:53
  one
• 4:53
  country.
• 4:53
  Okay.
• 4:54
  Which
• 4:54
  is
• 4:54
  quite
• 4:54
  complex,
• 4:55
  of
• 4:55
  course.
• 4:55
  And
• 4:56
  in
• 4:56
  Atlantis,
• 4:56
  you
• 4:56
  have
• 4:57
  six
• 4:57
  DOI
• 4:58
  formats.
• 4:58
  Wow.
• 4:59
  We
• 4:59
  are
• 4:59
  mid
• 5:00
  box.
• 5:00
  And
• 5:01
  let's
• 5:01
  say
• 5:01
  of
• 5:01
  the
• 5:01
  six
• 5:02
  formats,
• 5:02
  two
• 5:02
  are
• 5:02
  like
• 5:03
  the
• 5:03
  big
• 5:03
  box
• 5:03
  player,
• 5:04
  a
• 5:04
  big
• 5:04
  like
• 5:04
  Home
• 5:04
  Depot
• 5:05
  and
• 5:05
  Lows.
• 5:05
  Okay.
• 5:06
  And
• 5:06
  the
• 5:06
  other
• 5:07
  one
• 5:07
  which
• 5:07
  I
• 5:07
  operate,
• 5:08
  which
• 5:08
  two
• 5:08
  is
• 5:09
  more
• 5:09
  the
• 5:09
  mid
• 5:09
  box,
• 5:10
  and
• 5:10
  there's
• 5:10
  another
• 5:10
  two
• 5:11
  to
• 5:11
  mid
• 5:11
  box
• 5:11
  players.
• 5:12
  So
• 5:14
  to
• 5:14
  differentiate
• 5:15
  ourselves,
• 5:15
  we
• 5:15
  also
• 5:16
  need
• 5:16
  to
• 5:16
  differentiate
• 5:16
  the
• 5:17
  two
• 5:17
  formats,
• 5:18
  and
• 5:18
  we
• 5:19
  don't
• 5:19
  want
• 5:19
  to
• 5:19
  do
• 5:19
  that
• 5:19
  at
• 5:20
  the
• 5:20
  expense
• 5:20
  of
• 5:20
  the
• 5:20
  other.
• 5:21
  So
• 5:21
  there's
• 5:21
  one
• 5:21
  format
• 5:22
  called
• 5:22
  Gama.
• 5:23
  Okay.
• 5:23
  Which
• 5:24
  is
• 5:24
  the
• 5:24
  number
• 5:24
  one
• 5:24
  also
• 5:25
  in
• 5:25
  the
• 5:25
  Netherlands.
• 5:26
  And
• 5:26
  there
• 5:26
  we
• 5:26
  differentiate
• 5:27
  ourselves
• 5:27
  more
• 5:27
  on
• 5:28
  the
• 5:28
  constructive
• 5:29
  diy
• 5:31
  and
• 5:31
  in
• 5:31
  the
• 5:31
  carve
• 5:32
  store,
• 5:33
  which
• 5:33
  is
• 5:33
  the
• 5:34
  number
• 5:34
  four
• 5:34
  in
• 5:34
  the
• 5:34
  market,
• 5:35
  we
• 5:35
  differentiate
• 5:35
  ourselves
• 5:36
  more
• 5:36
  on
• 5:36
  the
• 5:37
  deco
• 5:37
  side.
• 5:38
  And
• 5:38
  then
• 5:38
  really
• 5:39
  taking
• 5:39
  it
• 5:39
  really
• 5:39
  one
• 5:40
  step
• 5:40
  further.
• 5:40
  Also
• 5:41
  going
• 5:41
  to
• 5:41
  people's
• 5:41
  home
• 5:42
  to
• 5:43
  measure,
• 5:43
  for
• 5:43
  example,
• 5:44
  window
• 5:44
  decoration.
• 5:45
  And
• 5:45
  we
• 5:45
  can
• 5:45
  also
• 5:46
  install
• 5:46
  the
• 5:46
  window
• 5:47
  decoration.
• 5:47
  So
• 5:47
  that's
• 5:48
  more
• 5:48
  next
• 5:49
  to
• 5:49
  the
• 5:49
  fact
• 5:49
  that
• 5:49
  it's
• 5:49
  a
• 5:49
  DIY
• 5:50
  store.
• 5:50
  It's
• 5:51
  also
• 5:51
  a
• 5:52
  deco
• 5:52
  surface
• 5:53
  concept.
• 5:54
  Got
• 5:54
  it.
• 5:55
  So
• 5:55
  basically
• 5:56
  here
• 5:56
  it
• 5:56
  sounds
• 5:56
  like
• 5:56
  you're
• 5:57
  organized
• 5:57
  more
• 5:57
  by
• 5:57
  the
• 5:57
  job
• 5:58
  that
• 5:58
  has
• 5:58
  to
• 5:58
  be
• 5:59
  done
• 5:59
  in
• 5:59
  terms
• 6:00
  of
• 6:00
  how
• 6:00
  the
• 6:00
  stores
• 6:00
  are
• 6:01
  constructed
• 6:01
  and
• 6:01
  how
• 6:01
  they.
• 6:02
  And
• 6:02
  what
• 6:02
  they're
• 6:03
  served
• 6:03
  to
• 6:03
  function
• 6:04
  now.
• 6:04
  Exactly.
• 6:04
  But
• 6:05
  that's
• 6:05
  how
• 6:05
  we
• 6:05
  want
• 6:05
  to
• 6:05
  differentiate
• 6:06
  ourselves,
• 6:06
  because
• 6:07
  we
• 6:07
  are
• 6:07
  still
• 6:07
  a,
• 6:08
  let's
• 6:08
  say,
• 6:08
  DIY
• 6:08
  store
• 6:09
  where
• 6:09
  we
• 6:09
  want
• 6:09
  to
• 6:10
  sell
• 6:10
  DIY
• 6:10
  products.
• 6:11
  But
• 6:11
  if
• 6:11
  you
• 6:11
  want
• 6:11
  to
• 6:12
  stand
• 6:12
  out,.
• 6:12
  It
• 6:12
  goes
• 6:12
  hand
• 6:13
  in
• 6:13
  hand.
• 6:13
  Exactly.
• 6:13
  Okay.
• 6:14
  Got
• 6:15
  it.
• 6:15
  Okay.
• 6:15
  One
• 6:15
  of
• 6:16
  the
• 6:16
  other
• 6:16
  reasons
• 6:16
  I
• 6:16
  reached
• 6:16
  out
• 6:17
  to
• 6:17
  you
• 6:17
  along
• 6:17
  that
• 6:17
  line
• 6:17
  of
• 6:18
  thinking,
• 6:18
  because
• 6:18
  I've
• 6:18
  never
• 6:18
  heard
• 6:19
  that
• 6:19
  answer,
• 6:19
  that
• 6:19
  type
• 6:20
  of
• 6:20
  answer
• 6:20
  before,
• 6:20
  is
• 6:20
  you
• 6:21
  also
• 6:21
  have
• 6:21
  a
• 6:21
  pretty
• 6:21
  big
• 6:22
  commitment
• 6:22
  to
• 6:22
  the
• 6:22
  idea
• 6:23
  of
• 6:23
  omnichannel,
• 6:24
  which
• 6:24
  is
• 6:24
  the
• 6:25
  name
• 6:25
  of
• 6:25
  this
• 6:25
  program.
• 6:25
  Omnitalk.
• 6:26
  It's
• 6:27
  a
• 6:27
  word
• 6:27
  that
• 6:27
  I'm
• 6:27
  very,
• 6:28
  very.
• 6:29
  I
• 6:29
  feel
• 6:29
  very
• 6:29
  strongly
• 6:30
  about
• 6:30
  that.
• 6:30
  I
• 6:30
  think
• 6:30
  it's
• 6:31
  still
• 6:31
  very
• 6:31
  relevant.
• 6:32
  Where
• 6:33
  are
• 6:33
  you
• 6:33
  on
• 6:33
  your
• 6:34
  omnichannel
• 6:34
  journey
• 6:35
  and
• 6:35
  what
• 6:36
  work
• 6:36
  do
• 6:36
  you
• 6:36
  still
• 6:36
  think
• 6:37
  you
• 6:37
  need
• 6:37
  to
• 6:37
  do
• 6:38
  to
• 6:38
  continue
• 6:38
  to
• 6:38
  advance
• 6:39
  it?
• 6:39
  Yeah.
• 6:39
  So
• 6:41
  if
• 6:41
  you
• 6:41
  look
• 6:41
  at
• 6:41
  our
• 6:42
  omnichannel
• 6:42
  approach,
• 6:43
  I
• 6:43
  think
• 6:43
  a
• 6:44
  couple
• 6:44
  of
• 6:44
  things
• 6:45
  which
• 6:45
  might
• 6:45
  be
• 6:45
  interesting.
• 6:46
  So
• 6:46
  the
• 6:47
  Dutch
• 6:47
  are
• 6:47
  very
• 6:47
  digital
• 6:48
  savvy,
• 6:48
  and
• 6:48
  therefore
• 6:49
  almost
• 6:50
  every,
• 6:50
  let's
• 6:50
  say,
• 6:51
  DIY
• 6:51
  project
• 6:52
  starts
• 6:52
  online.
• 6:53
  So
• 6:54
  you
• 6:54
  need
• 6:54
  to
• 6:54
  be
• 6:54
  there
• 6:54
  online
• 6:55
  with
• 6:55
  the
• 6:55
  right
• 6:56
  information,
• 6:56
  the
• 6:57
  right
• 6:57
  inspiration
• 6:58
  to
• 6:58
  attract
• 6:59
  the
• 6:59
  customer
• 6:59
  towards
• 7:00
  your
• 7:00
  store.
• 7:01
  Or
• 7:01
  if
• 7:01
  the
• 7:01
  customer,
• 7:02
  he
• 7:02
  or
• 7:02
  she
• 7:02
  says,
• 7:03
  well,
• 7:03
  I
• 7:03
  don't
• 7:03
  want
• 7:03
  to
• 7:03
  go
• 7:03
  to
• 7:04
  the
• 7:04
  store.
• 7:04
  I
• 7:04
  want
• 7:05
  a
• 7:05
  real
• 7:05
  only
• 7:06
  online
• 7:07
  approach
• 7:08
  that
• 7:08
  we
• 7:08
  can
• 7:08
  also
• 7:08
  deliver
• 7:09
  to
• 7:09
  your
• 7:10
  home.
• 7:11
  And
• 7:11
  what
• 7:11
  we
• 7:12
  have
• 7:12
  done
• 7:12
  is
• 7:12
  that
• 7:13
  we
• 7:13
  have
• 7:14
  not
• 7:14
  yet
• 7:15
  same
• 7:15
  day
• 7:15
  delivery,
• 7:16
  but
• 7:16
  that's
• 7:16
  something
• 7:16
  we
• 7:17
  are
• 7:17
  thinking
• 7:17
  about.
• 7:17
  We're
• 7:17
  moving
• 7:17
  towards
• 7:18
  that
• 7:18
  too.
• 7:18
  Exactly.
• 7:18
  That's
• 7:19
  more
• 7:19
  like
• 7:19
  the
• 7:19
  next
• 7:19
  step.
• 7:20
  But
• 7:20
  we
• 7:20
  have
• 7:21
  a
• 7:21
  couple
• 7:21
  of
• 7:21
  options.
• 7:21
  So
• 7:22
  you
• 7:22
  can
• 7:22
  have
• 7:22
  it
• 7:22
  delivered
• 7:23
  at
• 7:23
  your
• 7:23
  home,
• 7:24
  you
• 7:24
  can
• 7:25
  click
• 7:25
  and
• 7:25
  collect
• 7:26
  it
• 7:26
  in
• 7:26
  the
• 7:26
  store.
• 7:26
  And
• 7:27
  that's
• 7:27
  something
• 7:27
  you
• 7:27
  can
• 7:27
  actually
• 7:28
  do
• 7:28
  on
• 7:28
  the
• 7:28
  same
• 7:28
  day,
• 7:29
  of
• 7:29
  course.
• 7:29
  And
• 7:30
  what
• 7:30
  we're
• 7:30
  also
• 7:30
  doing
• 7:30
  with
• 7:30
  more
• 7:31
  like
• 7:31
  the
• 7:31
  bulky
• 7:31
  products,
• 7:32
  because
• 7:32
  we
• 7:32
  also
• 7:32
  sell
• 7:33
  bulky
• 7:33
  products.
• 7:33
  Right
• 7:34
  now
• 7:34
  we're
• 7:34
  using
• 7:35
  our
• 7:35
  store
• 7:35
  network
• 7:36
  to
• 7:36
  deliver
• 7:36
  towards
• 7:37
  the
• 7:37
  customer.
• 7:38
  So
• 7:38
  instead
• 7:38
  of
• 7:39
  from
• 7:39
  a
• 7:39
  central
• 7:39
  warehouse
• 7:40
  delivering
• 7:40
  bulky
• 7:41
  products,
• 7:41
  we
• 7:42
  have
• 7:42
  a.
• 7:43
  Basically
• 7:43
  we
• 7:44
  have
• 7:44
  160
• 7:44
  like
• 7:45
  Hammer
• 7:45
  stores
• 7:45
  in
• 7:45
  the
• 7:45
  Netherlands.
• 7:46
  And
• 7:46
  from
• 7:46
  those
• 7:46
  stores
• 7:47
  we
• 7:48
  also
• 7:48
  offer
• 7:48
  like
• 7:48
  the
• 7:49
  plasterboards,
• 7:49
  the.
• 7:50
  I
• 7:50
  mean,
• 7:50
  all
• 7:50
  these
• 7:51
  bulky
• 7:52
  products
• 7:52
  that
• 7:53
  we
• 7:53
  can
• 7:53
  transport
• 7:54
  towards
• 7:54
  the
• 7:54
  customer.
• 7:55
  Got
• 7:55
  it.
• 7:56
  And
• 7:56
  so
• 7:57
  that's
• 7:57
  where
• 7:57
  you
• 7:57
  are
• 7:57
  today.
• 7:58
  Where
• 7:58
  do
• 7:58
  you
• 7:58
  still
• 7:58
  want
• 7:59
  to
• 7:59
  go?
• 7:59
  Where
• 7:59
  do
• 7:59
  you
• 7:59
  want
• 7:59
  to
• 7:59
  take
• 8:00
  that
• 8:00
  Omni
• 8:01
  Channel
• 8:01
  experience
• 8:02
  even
• 8:02
  further
• 8:03
  as
• 8:03
  you
• 8:03
  look
• 8:03
  forward?
• 8:04
  Well,
• 8:04
  I
• 8:04
  think
• 8:04
  it's
• 8:04
  more
• 8:05
  that
• 8:05
  for
• 8:06
  me,
• 8:06
  it's
• 8:06
  more.
• 8:07
  We
• 8:07
  should
• 8:08
  definitely
• 8:08
  use
• 8:08
  the
• 8:09
  power
• 8:09
  of
• 8:09
  the
• 8:09
  store.
• 8:10
  Yep,
• 8:10
  that's
• 8:10
  what
• 8:10
  I
• 8:10
  thought
• 8:11
  you
• 8:11
  were
• 8:11
  going
• 8:11
  to
• 8:11
  say.
• 8:11
  That
• 8:11
  for
• 8:12
  me
• 8:12
  is
• 8:12
  so
• 8:12
  extremely
• 8:13
  important.
• 8:14
  And
• 8:14
  that's
• 8:14
  how
• 8:14
  we
• 8:14
  also,
• 8:15
  if
• 8:15
  you
• 8:15
  look
• 8:15
  at
• 8:15
  our
• 8:16
  website,
• 8:17
  as
• 8:17
  I
• 8:17
  said,
• 8:18
  it's
• 8:18
  really
• 8:18
  about
• 8:18
  information
• 8:19
  and
• 8:19
  inspiration
• 8:21
  and
• 8:21
  then
• 8:23
  attract
• 8:23
  them
• 8:23
  towards
• 8:24
  your
• 8:24
  store.
• 8:25
  Because
• 8:25
  some
• 8:25
  of
• 8:26
  the.
• 8:26
  I
• 8:26
  mean,
• 8:26
  there
• 8:26
  are
• 8:26
  still
• 8:26
  customers
• 8:27
  who
• 8:27
  really
• 8:27
  want
• 8:28
  to
• 8:28
  see
• 8:28
  a
• 8:28
  person
• 8:29
  and
• 8:29
  ask,
• 8:30
  this
• 8:30
  is
• 8:30
  my
• 8:30
  problem
• 8:31
  and
• 8:31
  this
• 8:31
  is
• 8:31
  my
• 8:32
  solution.
• 8:32
  Do
• 8:32
  you
• 8:32
  agree
• 8:33
  that
• 8:33
  this
• 8:33
  is
• 8:33
  the.
• 8:33
  Correct
• 8:34
  solution,
• 8:34
  but
• 8:34
  you
• 8:35
  think
• 8:35
  there's
• 8:35
  still
• 8:35
  an
• 8:35
  opportunity
• 8:36
  to
• 8:36
  connect
• 8:36
  that
• 8:36
  conversation
• 8:37
  that
• 8:37
  happens
• 8:38
  at
• 8:38
  home
• 8:38
  digitally?
• 8:38
  You
• 8:39
  say
• 8:39
  most
• 8:39
  of
• 8:39
  the
• 8:39
  conversations
• 8:40
  start
• 8:40
  at
• 8:40
  home
• 8:40
  digitally
• 8:41
  for
• 8:41
  something
• 8:42
  that
• 8:42
  you
• 8:42
  need
• 8:42
  to
• 8:42
  do
• 8:42
  or
• 8:43
  something
• 8:43
  you
• 8:43
  want
• 8:43
  to
• 8:43
  accomplish
• 8:44
  and
• 8:44
  bringing
• 8:45
  that
• 8:45
  into
• 8:45
  the
• 8:46
  store
• 8:46
  in
• 8:46
  a
• 8:46
  way
• 8:47
  that
• 8:47
  is
• 8:47
  even
• 8:47
  more
• 8:48
  personalized
• 8:49
  to
• 8:49
  help
• 8:50
  the
• 8:50
  associate
• 8:51
  or
• 8:51
  the
• 8:51
  staff
• 8:51
  member
• 8:51
  in
• 8:51
  the
• 8:52
  store
• 8:52
  help
• 8:53
  that
• 8:53
  customer
• 8:53
  that's
• 8:54
  coming
• 8:54
  in
• 8:54
  and
• 8:55
  enabling
• 8:56
  them
• 8:56
  to
• 8:56
  help
• 8:56
  them
• 8:57
  in
• 8:57
  a
• 8:57
  way
• 8:57
  where
• 8:57
  they're
• 8:57
  able
• 8:58
  to
• 8:58
  find.
• 8:59
  Give
• 9:00
  that
• 9:00
  customer
• 9:00
  the
• 9:00
  help
• 9:00
  that
• 9:01
  they
• 9:01
  need
• 9:01
  better.
• 9:02
  Exactly.
• 9:02
  Is
• 9:02
  that
• 9:02
  right?
• 9:03
  And
• 9:03
  also
• 9:03
  because
• 9:04
  of
• 9:04
  the
• 9:04
  confidence
• 9:04
  level
• 9:05
  then
• 9:05
  for
• 9:05
  the
• 9:05
  consumer.
• 9:06
  Right,
• 9:06
  right.
• 9:07
  Yeah.
• 9:07
  And
• 9:07
  with
• 9:07
  AI
• 9:08
  and
• 9:08
  everything.
• 9:08
  And
• 9:08
  there's
• 9:09
  a
• 9:09
  whole
• 9:09
  host
• 9:09
  of
• 9:09
  ways
• 9:09
  we
• 9:10
  could
• 9:10
  talk
• 9:10
  about
• 9:10
  that
• 9:10
  maybe
• 9:11
  for
• 9:11
  another
• 9:11
  day.
• 9:11
  All
• 9:12
  right.
• 9:12
  The
• 9:12
  last
• 9:12
  thing
• 9:12
  I
• 9:12
  want
• 9:12
  to
• 9:13
  ask
• 9:13
  you
• 9:13
  about
• 9:13
  is
• 9:13
  sustainability.
• 9:15
  I
• 9:15
  know
• 9:15
  this
• 9:16
  is
• 9:16
  an
• 9:16
  idea
• 9:16
  that
• 9:16
  is
• 9:16
  core
• 9:17
  to
• 9:17
  both
• 9:17
  you
• 9:18
  and
• 9:18
  the
• 9:18
  company
• 9:19
  and
• 9:19
  really
• 9:19
  you
• 9:20
  personally.
• 9:21
  What
• 9:21
  are
• 9:22
  the
• 9:22
  goals
• 9:22
  that
• 9:22
  you're
• 9:23
  committed
• 9:23
  to
• 9:23
  around
• 9:24
  sustainability
• 9:25
  and
• 9:25
  how
• 9:25
  do
• 9:25
  you
• 9:26
  plan
• 9:26
  on
• 9:26
  going
• 9:26
  about
• 9:27
  delivering
• 9:27
  them
• 9:28
  as
• 9:29
  both
• 9:29
  the
• 9:30
  leader
• 9:30
  of
• 9:30
  Indergama
• 9:31
  and
• 9:31
  then
• 9:31
  also
• 9:31
  as
• 9:31
  a
• 9:31
  respected
• 9:32
  leader
• 9:32
  in
• 9:32
  the
• 9:33
  industry
• 9:33
  as
• 9:33
  a
• 9:33
  whole?
• 9:34
  Yeah,
• 9:35
  yeah.
• 9:35
  So
• 9:35
  sustainability
• 9:36
  is
• 9:36
  indeed
• 9:36
  extremely
• 9:37
  important
• 9:37
  for
• 9:38
  us.
• 9:38
  I
• 9:38
  want
• 9:38
  to
• 9:39
  make
• 9:39
  a
• 9:39
  DNA
• 9:40
  of
• 9:40
  our
• 9:40
  company
• 9:41
  also,
• 9:42
  which
• 9:42
  is
• 9:42
  not
• 9:43
  easy
• 9:43
  because
• 9:44
  the
• 9:44
  sentiment
• 9:44
  around
• 9:46
  sustainability
• 9:47
  is
• 9:47
  shifting
• 9:47
  over
• 9:48
  time.
• 9:49
  A
• 9:49
  couple
• 9:49
  of
• 9:49
  years
• 9:49
  ago,
• 9:50
  especially
• 9:50
  in
• 9:50
  Europe,
• 9:52
  everyone
• 9:52
  was
• 9:53
  really
• 9:53
  thinking
• 9:53
  about
• 9:54
  making
• 9:54
  their
• 9:55
  homes
• 9:55
  more
• 9:55
  sustainable.
• 9:56
  And
• 9:57
  over
• 9:57
  time
• 9:57
  this
• 9:57
  has
• 9:58
  decreased
• 9:58
  a
• 9:58
  bit.
• 9:59
  And
• 9:59
  now
• 9:59
  with,
• 9:59
  let's
• 9:59
  say,
• 10:00
  all
• 10:00
  the
• 10:00
  things
• 10:01
  happening
• 10:01
  in
• 10:01
  the
• 10:01
  Middle
• 10:01
  east,
• 10:02
  we
• 10:02
  see
• 10:02
  it
• 10:02
  again
• 10:02
  rising.
• 10:03
  And
• 10:04
  we
• 10:04
  also
• 10:04
  see
• 10:04
  it
• 10:04
  as
• 10:04
  a
• 10:05
  commercial
• 10:05
  opportunity
• 10:06
  for
• 10:06
  Interhammer.
• 10:08
  So
• 10:08
  what
• 10:08
  we
• 10:08
  are
• 10:08
  doing
• 10:08
  within
• 10:09
  Interhama
• 10:09
  is,
• 10:11
  are
• 10:12
  actually
• 10:12
  a
• 10:12
  couple
• 10:12
  of
• 10:12
  things.
• 10:13
  I
• 10:13
  mean,
• 10:14
  first
• 10:14
  of
• 10:14
  all,
• 10:14
  we
• 10:14
  really
• 10:15
  want
• 10:15
  to
• 10:15
  help
• 10:15
  the
• 10:16
  customer
• 10:16
  to
• 10:17
  reduce
• 10:17
  energy
• 10:18
  and
• 10:18
  water
• 10:18
  consumption.
• 10:20
  And
• 10:20
  we
• 10:20
  do
• 10:20
  that
• 10:21
  with
• 10:21
  products.
• 10:21
  But
• 10:22
  we
• 10:22
  also,
• 10:22
  we
• 10:22
  do
• 10:22
  it
• 10:22
  just
• 10:23
  with
• 10:23
  information
• 10:23
  basically.
• 10:25
  And
• 10:25
  that
• 10:25
  saves
• 10:25
  them
• 10:26
  money.
• 10:26
  But
• 10:27
  it
• 10:27
  also
• 10:27
  actually
• 10:27
  helps
• 10:28
  the
• 10:28
  environment,
• 10:28
  of
• 10:29
  course,
• 10:29
  with
• 10:29
  the
• 10:29
  CO2
• 10:30
  reduction.
• 10:31
  Secondly,
• 10:32
  we
• 10:32
  are
• 10:32
  looking,
• 10:32
  if
• 10:32
  you
• 10:32
  look
• 10:33
  at
• 10:33
  our
• 10:33
  assortment,
• 10:34
  we
• 10:34
  want
• 10:34
  to
• 10:34
  increase
• 10:35
  the
• 10:35
  more
• 10:35
  sustainable
• 10:36
  products
• 10:36
  into
• 10:37
  our
• 10:37
  stores
• 10:38
  so
• 10:38
  that
• 10:38
  actually
• 10:39
  the
• 10:39
  consumer
• 10:39
  who
• 10:40
  is
• 10:40
  already
• 10:40
  there
• 10:40
  with
• 10:41
  I
• 10:41
  want
• 10:41
  a
• 10:42
  sustainable
• 10:42
  product
• 10:43
  which
• 10:43
  is
• 10:43
  at
• 10:43
  this
• 10:44
  time
• 10:44
  not
• 10:44
  many
• 10:44
  consumers,
• 10:45
  but
• 10:46
  it
• 10:46
  will
• 10:46
  increase
• 10:46
  over
• 10:47
  time
• 10:47
  and
• 10:48
  we
• 10:48
  want
• 10:48
  to
• 10:48
  be
• 10:48
  ready
• 10:48
  for
• 10:48
  that.
• 10:49
  So
• 10:49
  therefore
• 10:50
  we
• 10:50
  are
• 10:50
  increasing
• 10:50
  the
• 10:50
  share
• 10:51
  of,
• 10:51
  let's
• 10:51
  say
• 10:51
  sustainable
• 10:52
  products
• 10:52
  into
• 10:53
  our
• 10:53
  assortment.
• 10:55
  And
• 10:55
  thirdly
• 10:55
  is
• 10:56
  waste
• 10:56
  management.
• 10:57
  Because
• 10:57
  if
• 10:58
  you
• 10:58
  do
• 10:58
  a
• 10:58
  DUI
• 10:58
  job,
• 10:58
  this
• 10:59
  sometimes
• 11:00
  quite
• 11:00
  some
• 11:00
  waste
• 11:01
  and
• 11:01
  waste
• 11:01
  needs
• 11:02
  to
• 11:02
  be
• 11:02
  handled
• 11:02
  in
• 11:02
  a
• 11:03
  sustainable
• 11:03
  manner.
• 11:04
  So
• 11:04
  every
• 11:05
  how
• 11:05
  to
• 11:05
  movie
• 11:05
  and
• 11:06
  every
• 11:06
  information
• 11:06
  we
• 11:06
  give
• 11:07
  to
• 11:07
  the
• 11:07
  consumer,
• 11:08
  we
• 11:08
  now
• 11:08
  include
• 11:09
  a
• 11:09
  video
• 11:10
  on
• 11:11
  how
• 11:11
  to
• 11:11
  work
• 11:12
  with
• 11:12
  waste
• 11:12
  and
• 11:13
  how
• 11:13
  to
• 11:13
  best
• 11:14
  sort
• 11:14
  of
• 11:14
  use
• 11:15
  the
• 11:15
  waste
• 11:15
  that
• 11:16
  you
• 11:16
  have.
• 11:16
  And
• 11:16
  if
• 11:17
  you
• 11:17
  have
• 11:17
  like
• 11:17
  a
• 11:17
  perfect
• 11:18
  video
• 11:19
  how
• 11:19
  to
• 11:19
  movie,
• 11:19
  then
• 11:20
  it's
• 11:20
  actually
• 11:20
  without
• 11:20
  any
• 11:20
  waste
• 11:21
  because
• 11:21
  then
• 11:22
  everyone
• 11:22
  exactly
• 11:23
  knows
• 11:23
  how
• 11:23
  to
• 11:23
  do
• 11:23
  a
• 11:24
  DIY
• 11:24
  job.
• 11:24
  But
• 11:25
  I
• 11:25
  mean,
• 11:25
  we'll
• 11:26
  see
• 11:26
  if
• 11:26
  in
• 11:26
  the
• 11:26
  end
• 11:26
  we,
• 11:27
  we
• 11:27
  will
• 11:27
  get
• 11:27
  there.
• 11:27
  That's
• 11:28
  the
• 11:28
  one
• 11:28
  thing
• 11:28
  we
• 11:28
  didn't
• 11:28
  even
• 11:28
  talk
• 11:28
  about.
• 11:29
  Like
• 11:29
  the
• 11:29
  DIY
• 11:29
  business
• 11:30
  is
• 11:30
  fabulous
• 11:30
  for
• 11:31
  content.
• 11:31
  Like
• 11:31
  you
• 11:31
  guys
• 11:32
  have
• 11:32
  so
• 11:32
  much
• 11:33
  content
• 11:33
  about
• 11:34
  all
• 11:34
  the
• 11:34
  projects
• 11:34
  around
• 11:34
  the
• 11:35
  house
• 11:35
  or
• 11:35
  the
• 11:35
  garden.
• 11:36
  I
• 11:36
  want
• 11:36
  to
• 11:36
  get
• 11:36
  back
• 11:37
  to
• 11:37
  the
• 11:37
  second
• 11:37
  point
• 11:37
  though
• 11:37
  before
• 11:38
  I
• 11:38
  let
• 11:38
  you
• 11:38
  go.
• 11:39
  The
• 11:39
  idea
• 11:39
  of
• 11:39
  bringing
• 11:40
  more
• 11:40
  sustainable
• 11:40
  products
• 11:41
  into
• 11:41
  the
• 11:41
  assortment,
• 11:42
  is
• 11:42
  that
• 11:43
  something
• 11:43
  you're
• 11:43
  measuring
• 11:44
  each
• 11:44
  and
• 11:44
  every
• 11:45
  year?
• 11:45
  Do
• 11:45
  you
• 11:45
  have
• 11:45
  goals
• 11:46
  around
• 11:46
  it?
• 11:46
  How
• 11:47
  do
• 11:47
  you
• 11:47
  decide
• 11:48
  what
• 11:48
  is
• 11:48
  progress
• 11:49
  on
• 11:49
  that
• 11:49
  front
• 11:50
  versus
• 11:50
  what
• 11:50
  is?
• 11:51
  Because
• 11:51
  I've
• 11:51
  seen
• 11:51
  efforts
• 11:52
  like
• 11:52
  this
• 11:52
  fall
• 11:52
  flat
• 11:52
  too,
• 11:53
  where
• 11:53
  people
• 11:53
  will
• 11:54
  push
• 11:54
  it
• 11:54
  in
• 11:54
  that
• 11:54
  direction
• 11:55
  and
• 11:55
  then
• 11:56
  they'll
• 11:56
  tilt
• 11:56
  too
• 11:56
  far
• 11:56
  and
• 11:57
  then
• 11:57
  they'll
• 11:57
  have
• 11:57
  to
• 11:57
  pull
• 11:57
  back
• 11:58
  and
• 11:58
  it
• 11:58
  doesn't
• 11:58
  work.
• 11:58
  So
• 11:59
  how
• 11:59
  are
• 12:00
  you
• 12:00
  avoiding
• 12:00
  that
• 12:00
  trap,
• 12:01
  so
• 12:01
  to
• 12:01
  speak?
• 12:02
  So
• 12:02
  how
• 12:02
  it
• 12:02
  works
• 12:02
  with
• 12:02
  us
• 12:03
  is
• 12:03
  that
• 12:03
  we
• 12:03
  have
• 12:03
  a
• 12:04
  special,
• 12:04
  I
• 12:04
  mean,
• 12:05
  if
• 12:05
  you
• 12:05
  look
• 12:05
  at
• 12:05
  our
• 12:05
  commercial
• 12:06
  team,
• 12:08
  then
• 12:08
  the
• 12:09
  amount
• 12:09
  of,
• 12:09
  let's
• 12:09
  say,
• 12:10
  sustainable
• 12:10
  product
• 12:11
  was
• 12:11
  not
• 12:11
  increasing
• 12:11
  rapidly
• 12:12
  enough.
• 12:12
  So
• 12:13
  we
• 12:13
  have
• 12:13
  added
• 12:13
  an
• 12:13
  additional
• 12:14
  team
• 12:15
  in
• 12:15
  the
• 12:15
  commercial
• 12:15
  team
• 12:16
  around
• 12:16
  sustainability.
• 12:18
  And
• 12:18
  that
• 12:18
  team
• 12:18
  has
• 12:19
  given
• 12:19
  all
• 12:19
  the
• 12:19
  commercial
• 12:20
  teams
• 12:21
  targets
• 12:22
  how
• 12:23
  to
• 12:23
  grow
• 12:23
  your
• 12:24
  number
• 12:24
  of
• 12:24
  sustainable
• 12:25
  products
• 12:25
  within
• 12:26
  your
• 12:26
  assortment.
• 12:27
  And
• 12:27
  that's.
• 12:28
  That
• 12:28
  will
• 12:28
  over
• 12:29
  time
• 12:29
  increase.
• 12:29
  So
• 12:30
  it's
• 12:30
  not
• 12:30
  like
• 12:30
  an
• 12:30
  unachievable
• 12:31
  target.
• 12:32
  But
• 12:32
  we
• 12:32
  are
• 12:32
  now
• 12:32
  at,
• 12:33
  let's
• 12:33
  say
• 12:33
  20%
• 12:34
  of
• 12:34
  sales
• 12:34
  with
• 12:34
  only
• 12:35
  10%
• 12:35
  of
• 12:35
  products.
• 12:36
  And
• 12:36
  we're
• 12:36
  trying
• 12:37
  to
• 12:37
  increase
• 12:37
  that
• 12:38
  step
• 12:38
  by
• 12:38
  step.
• 12:39
  But
• 12:39
  in
• 12:40
  the
• 12:40
  end,
• 12:40
  I
• 12:40
  mean,
• 12:40
  in
• 12:41
  the
• 12:41
  end
• 12:41
  goal,
• 12:41
  I
• 12:41
  mean
• 12:42
  probably
• 12:42
  in
• 12:42
  10
• 12:42
  years
• 12:43
  time
• 12:43
  it
• 12:43
  should
• 12:43
  be
• 12:44
  completely
• 12:44
  sustainable.
• 12:46
  But
• 12:46
  for
• 12:47
  me
• 12:47
  this
• 12:47
  is
• 12:48
  really
• 12:48
  step
• 12:49
  by
• 12:49
  step.
• 12:50
  Don't
• 12:50
  go
• 12:51
  too
• 12:51
  fast.
• 12:51
  Right.
• 12:52
  Both
• 12:52
  internally
• 12:53
  you
• 12:53
  don't
• 12:54
  have
• 12:54
  like
• 12:54
  the
• 12:54
  people
• 12:54
  for
• 12:54
  that,
• 12:55
  they
• 12:55
  don't
• 12:55
  support
• 12:56
  you.
• 12:56
  And
• 12:56
  also
• 12:57
  from
• 12:57
  a
• 12:57
  customer
• 12:57
  base
• 12:58
  point
• 12:58
  of
• 12:58
  view,
• 12:58
  it's
• 12:58
  also
• 12:59
  very
• 13:00
  slow.
• 13:00
  Right.
• 13:01
  Right.
• 13:01
  At
• 13:01
  the
• 13:01
  end
• 13:01
  of
• 13:01
  the
• 13:01
  day,
• 13:02
  you
• 13:02
  have
• 13:02
  to
• 13:02
  follow
• 13:02
  the
• 13:02
  consumer.
• 13:02
  And
• 13:03
  if
• 13:03
  the
• 13:03
  macroeconomic
• 13:04
  trends
• 13:04
  are
• 13:04
  pushing
• 13:04
  the
• 13:04
  consumer
• 13:05
  in
• 13:05
  that
• 13:05
  way,
• 13:06
  you
• 13:06
  should
• 13:06
  be
• 13:06
  adapting
• 13:07
  to
• 13:07
  them
• 13:07
  anyway.
• 13:07
  Even
• 13:08
  if
• 13:08
  you
• 13:08
  are
• 13:08
  maybe
• 13:09
  trying
• 13:09
  to
• 13:09
  push
• 13:09
  it
• 13:09
  out
• 13:10
  in
• 13:10
  front
• 13:10
  of
• 13:10
  that
• 13:10
  trend
• 13:11
  too.
• 13:11
  And
• 13:11
  it's
• 13:11
  a
• 13:11
  point
• 13:12
  of
• 13:12
  differentiation
• 13:12
  going
• 13:12
  back
• 13:13
  to
• 13:13
  what
• 13:13
  we
• 13:13
  said
• 13:13
  before.
• 13:14
  Well,
• 13:14
  Yost,
• 13:14
  thank
• 13:15
  you
• 13:15
  so
• 13:15
  much.
• 13:15
  This
• 13:16
  has
• 13:16
  been
• 13:16
  a
• 13:16
  real
• 13:16
  pleasure
• 13:17
  getting
• 13:17
  to
• 13:17
  kick
• 13:17
  off
• 13:18
  the
• 13:18
  coverage
• 13:18
  here
• 13:18
  from
• 13:19
  DIY
• 13:19
  summit.
• 13:20
  For
• 13:20
  those
• 13:21
  interested,
• 13:22
  you
• 13:22
  can
• 13:22
  follow
• 13:22
  this
• 13:23
  on
• 13:23
  YouTube
• 13:24
  or
• 13:24
  also
• 13:24
  see
• 13:24
  it
• 13:24
  on
• 13:25
  LinkedIn.
• 13:25
  And
• 13:25
  thanks
• 13:26
  to
• 13:26
  our
• 13:26
  sponsors
• 13:26
  Vuzion
• 13:27
  and
• 13:27
  to
• 13:28
  the
• 13:28
  DIY
• 13:28
  summit
• 13:29
  for
• 13:29
  making
• 13:29
  our
• 13:29
  coverage
• 13:30
  today
• 13:30
  possible.
• 13:31
  As
• 13:31
  always,
• 13:32
  be
• 13:32
  careful
• 13:32
  out
• 13:33
  there.